Many of the people reading this have probably focused on Facebook ads for their eCommerce marketing strategies. There are, however, some alternative eCommerce marketing strategies that could garner better results. You should try some alternative marketing strategies in 2020.
According to a survey conducted by Weebly, 62% of small businesses aren't getting desirable results with Facebook Ads. Since you're profitable with Facebook Ads, that's already quite an accomplishment.
If you've been relying on Facebook ads, have you felt nervous about having all your eggs in one basket?
Over time, you may face issues with Facebook ads such as Ads Manager not working or an algorithm change. Not to mention increasing CPMs, decreasing effectiveness, or the dreaded disabled ad accounts.
Also, Facebook has been changing its advertising platform because of recent data and privacy scandals. As a result, some advertisers are negatively affected by these changes. They can no longer access targeting options that were previously available. Essentially, they can’t capitalize on the vital advantage of targeting specific audiences with Facebook ads anymore. Do you really want to face unwanted and unexpected changes with Facebook ads?
You never know what will happen next or when it will happen.
There was a study by Mahmud Akhter Shareef, Bhasker Mukerji, Yogesh K. Dwivedi, Nripendra P. Rana, and Rubina Islam entitled Social media marketing: Comparative effect of advertisement sources. They concluded that when users see advertising activities on social media, it irritates and produces a negative opinion towards the promotion. What that means is that your Facebook Ads could end up having a negative effect.
If your current eCommerce marketing strategies center on Facebook, it's time to dig a new well before you get thirsty. Don’t get trapped by something that’s out of your control.
Today, I’ll introduce three methods to help you diversify your eCommerce marketing strategies. Once you implement them, you will no longer have all your eggs in the Facebook ads basket.
Which ad network is most popular aside from Facebook? Most digital marketers use Google Ads Search Network in their eCommerce marketing strategies. These are the text-based ads that show up in search results.
Did you know Google Shopping Ads are the often-overlooked sibling of the Search Network? Ecommerce stores should take advantage of this ASAP! When you use Shopping Ads, you display your product pictures in the results. This is one of the most significant benefits over the Search Network.
Google is encouraging its users to use Google Shopping by rolling out new features for them. These include "buy with Google" and inventory availability. Google Lens also creates a unique customer shopping experience. Why else should you use Shopping Ads?
Shopping ads can bring in customers with high intent to purchase.
It is possible to create high converting text-only ads on Google with good direct-response copywriting. But in this case, a picture is worth a thousand words.
With Shopping Ads, you display product information right on the listing. This includes the product price, shipping costs, and even promotions. When someone clicks on your ads, they indicate interest in your product at that price point.
So your customer will be coming to your website with prior knowledge about your product. They won’t experience sticker shock, and you are likely to have decent conversion rates.
Isn’t that desirable? Customers don't have to click around your website and search for products. This shortens the journey to your checkout page. What this means is the potential for increased ROI on your website.
Would you like to have eCommerce marketing strategies that exclude paying for ads? Then you need to tap into existing traffic from the 800-pound gorillas of online marketplaces.
Customers are already spending billions of dollars on these huge online marketplaces. When you list your products on these platforms, the 800-pound gorilla shares its customers with you.
Let's think about fishing for a second. Imagine you went to a lake full of hungry fish. You set up many fishing rods instead of only using one -- you're likely to catch a lot more fish!
Want to get started right away? Go with Amazon and eBay. These 800-pound gorillas account for over 55% of online sales, so you know customers are already spending money there. They allow you to create an account and get started selling in no time. You will just need to make sure your products aren't on the restricted list.
Do you want to learn about eCommerce marketing strategies that reach a global audience?
You can easily reach a global audience by selling on Amazon and eBay.
Amazon has marketplaces in over a dozen countries. They offer two unified accounts, one for North America and one for Europe. From there, you have access to multiple Amazon marketplaces within each unified account. You will be able to streamline your processes by operating out of a single dashboard.
On the other hand, eBay helps you reach buyers in 104 countries across the world. When you use eBays Global Shipping Program, your items are shipped worldwide on your behalf. When international customers order from you, you send it to eBay's Shipping Center in Kentucky. From there, they take care of the rest and ship it directly to your overseas customer.
Is your company established? Do you have plenty of positive feedback? And a history of on-time deliveries? If so, you can reach out to invite-only marketplaces like Walmart and Target Plus. If you get listed, these brick and mortar businesses will give you more online exposure. Leading to more sales.
Which other marketplaces should you consider in your eCommerce marketing strategies? Depending on your products, also consider niche marketplaces that cater to specific audiences.
For example, Etsy features handmade or vintage items and craft supplies. And Bonanza features unique items not usually found elsewhere. You’ll find many others when you do a search for marketplaces that cater to your niche.
Each marketplace has different criteria to get started. Generally, you either pay a monthly fee, a per-listing fee, or a combination of both. For optimal results, consider investing in persuasive copy for your product descriptions.
Why is that? So that customers have an easier time finding and purchasing your listings within search results. No advertising necessary.
Albert Einstein said, "compound interest is the 8th wonder of the world". How does that relate here? He was referring to finances, right? You can apply this principle to your eCommerce marketing strategies through content marketing.
The idea is for you to create ongoing content that resonates with your audience. By doing so, you build brand awareness and differentiate yourself from competitors.
Additionally, this helps to develop customer loyalty and generate traffic to your website. This leads to an increase in your sales.
As you produce ongoing quality content, you will create a snowball effect of traffic. And like compound interest, that effect gets compounded over time. It brings in more and more traffic to your site as you continue to produce content.
Are you wondering how to get started? The first step is to identify where your audience hangs out online. Do they like watching videos or listening to podcasts? Are they reading articles or browsing social media?
Chances are they consume all four media types, but they will likely gravitate towards one.
If you’ve researched customer habits and are still unsure, don't worry. You can't go wrong with starting a blog on your website as part of your long-term eCommerce marketing strategies.
A blog? Isn’t that a bit old-school? You might not be using the trendiest method, but you will amplify your SEO efforts. You'll show up on search engines for more keywords and phrases, leading to more traffic.
When you use these established eCommerce marketing strategies, you will experience long-lasting effects as Google loves new and quality content.
When you're consistently creating content for your website, your SEO rankings will improve. And, with increased traffic, you will generate more sales.
Neil Patel writes in his blog that “content marketing provides media-type content that customers want in exchange for permission to market a product or service to them.”
When your customers see value in your content, they are happy to consume it regularly. And when they're ready, you remain top of mind, and they will purchase from you.
That sounds great, but how do I create all this content? If you were to do this alone, it’s a daunting task.
Thankfully, we have experienced SEO copywriters. They can create all the consistent quality content you need for your website. That will generate sales for you over and over again in the long run.
Today, we looked at how to remove your dependence on Facebook Ads. Here are three alternative eCommerce marketing strategies you can consider:
• You can create Shopping Ads within Google. Put your product pictures within the search engine. Get increased conversion rates on your website.
• You can tap into existing marketplaces. Use persuasive copy on your product listings. And have their existing customer base buy your products.
• You can implement a content marketing strategy. You will create a compounding snowball effect over time that leads to increased traffic and sales.
In the end, make sure you choose one method and get started. Any of these eCommerce marketing strategies will work. And you'll no longer have to rely on Facebook Ads as your primary traffic source.
Do you want high-converting copy for your product listings? Do you need help implementing a content marketing strategy? Click here to find out how our team at copywriters.com can help you today.
Arthur Kam is a revenue-generating marketer and direct-response copywriter. He's a former engineer, who bootstrapped and exited two eCommerce brands that each made multiple 7-figures in sales. Nowadays, when he's not focused on helping clients scale their companies through copy, marketing, and funnels, he loves to travel and experience the world with his wife and business partner, Dr. Grace Lee.Hire Arthur